Well, of-course advertising requires creativity. It is one of the most creative industries. And that is about the only thing that is common between advertising and artistic pursuits.
The thing with art is – it means different thing for different people. The beauty of art is in its plurality of purposes or complete purposelessness. An artist may chisel away for perfection at one corner of his mind for that one specific purpose. Another artist may move around aimlessly, exploring worlds through his subconscious. Someone else might simply want to evoke reactions. Someone purely wants to push limits of her craft/ morality/ possibility.
However, advertising can afford none of these explorations. Often, young creative writers justify their copy with ‘poetic license’. It’s almost a knee jerk reaction to defend one’s work. I have never seen a senior creative guy however justifying work for its artistic merit. And that is one of the key things that a creative learns as he grows in industry. The poetics are to be used only to accentuate, to increase the impact of what we want to say. And what we say is in the service of increasing someone’s business, not for creative pursuits.
In an attempt to become an artist or a poet, ad folks like us often create muddled and half-baked commercials. Sometimes even planner like me are swayed to go with a tremendously creative idea even when it might not work for the objective. This is bound to happen, as it is mostly people with ‘artistic aspirations’ that come to advertising (and even some marketing departments of clients). I am one of them. It has to be a conscious effort not to be awed by ‘mind-blowing’ ideas that do not fit the strategy.
But it is not an easy battle to fight, especially if the client is also taken by the creative idea. And once a client is in awe of something, you can’t choose the less appealing but strategically correct route. Clients, if not seasoned, are more likely to fall for creatively stunning but superfluous ideas. They don’t push hard enough for better ideas. They get happy far too quickly with the first ‘decent enough’ idea that comes their way. They live vicariously a ‘creative’ life for the duration of the project. They do everything they need to, to sell the project internally. They like their names in the credit. It is natural. Our decisions are always emotional. They fall prey to the same emotional bait that they intend to lure with the consumers. They just bought themselves a creative ego massage that was served in one of the lazy creative routes.
But smarter, more experienced marketers know better than that. The key determinant here is, would the consumer we are trying to target react with just as much awe to the commercial? He/she is subjected to hundreds of commercials everyday that they are increasingly capable of ‘tuning out’ of. And most ads look the same to a layman. We, consumers, while consuming media, don’t give a rat’s ass about the ‘thought’ behind the commercial, or how lovely it all looks. All commercials peddling the capitalist philosophy of #YOLO look the same.
The commercial must work for the favourable reaction of the person who the advertiser is trying to influence. No one else’s reactions matter.